THE PROSPECTING ECOSYSTEM

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Julius Wright
6 years ago
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1 THE PROSPECTING ECOSYSTEM TARGET CONTACT ENGAGE ACQUIRE

2 A 5-STEP PLAN TO EXPAND YOUR UNIVERSE AND FIND NEW CUSTOMERS, WITHOUT THE RISKS! is one of the most powerful marketing channels. High ROI and low cost make the backbone of many companies marketing activities, yet it can be difficult to apply that power to acquiring new customers. The main worries are deliverability issues and potential for spam complaints, which will negatively impact your company s sender reputation and overall deliverability. What s the solution? When you need to acquire new customers, the last thing you want to do is leave the power of marketing on the sideline. These 5-steps will show you how to create a customized and separate marketing ecosystem for acquisition and lead generation purposes, for both consumer and B2B marketers. This is an ecosystem you can leverage to source new prospects and clients, without risking your current corporate infrastructure. step 1. ARGET Identify and T Acquire Your Target Prospects Not long ago marketers did not have the opportunity to access and leverage large non-customer universes. Fortunately, this has totally changed! With ever increasing consumer online interactive activity, remains the primary online communication tool. The byproduct of the increasing online activity is more and more comprehensive information, which is highly accurate, highly relevant and highly deliverable data. This is data that is tied to an individual, household or business along with associated demographic and lifestyle information, which can be targeted and selected as the universe for your prospecting ecosystem. 2

3 step 2. Keep Prospecting Separate As a best practice, it is recommended to keep your customer and prospect initiatives and infrastructure totally separate. Why? Your customers rely on your corporate communications for alerts, notifications, confirmations, receipts, sales/discounts, events and a whole host of operational and marketing transactions that bring value to the consumer. One bad prospecting campaign via your corporate infrastructure can risk the delivery of your valued corporate communications, thus why it is important to keep your prospecting s campaigns separate. 5 ADVANTAGES OF WORKING WITH A PARTNER Totally Outsourced: You provide your insight, targeting, copy and cadence, we ll deal with everything else. Deliverability expertise ensures your branded acquisition message gets delivered and opened. (And only pay for delivered s!) Custom Solution: Your customized solution is driven by your acquisition or demand generation goals! Isolated: The best practice is to keep customer and prospect initiatives and infrastructure totally separate while maintaining compliance with your existing corporate requirements. Deliverability and Risk: You don t have to deal with deliverability issues and ISP concerns. 3

4 step step 3. CONTACT Develop a Contact and Cadence Strategy The contact and cadence strategy should be specific to your prospecting ecosystem s goals. Deploy three, six, nine or twelve messages to the same universe designed to work together to convert these prospects into customers. The marketer maintains total control over the entire process by providing the message content and dictating the message cadence. 4. ENGAGE Evolve the Offers and Messages With Each Wave Multiple messages sent during multiple waves gives you the chance to continually learn and improve the s you re sending as you develop a deeper and more relevant understanding of prospects. Testing between each wave helps to identify the elements that resonate for your specific prospecting universe. Use these lessons to evolve the next waves and maximize conversions and engagement. 4

5 PROSPECTING ECOSYSTEM BENEFITS Stay top-of-mind with prospects to increase conversion, loyalty and lifetime value. Spend less than you would in other channels to drive new customer acquisition. Extend reach from other prospecting initiatives into online initiatives. Gain a deeper and more relevant understanding of prospects. Create an marketing channel to provide exclusive offers, create awareness and deliver other benefits to the prospect universe that will stimulate demand for your product or service. step 5. ACQUIRE Grow Your Universe Without the RISKS! As a result of your customized prospecting ecosystem you will acquire highly qualified leads, in addition to new customers. There will be some consumers that open your prospecting messages, click on certain links and offers but never convert. You can actually acquire these highly qualified leads to bring in-house for continuous marketing efforts in attempts to convert to customers. 5

6 Append, LLC Your Trusted Data Solution Specialist Append LLC is the leading provider of customer driven data solutions consisting of consumer and business information products and services, database marketing services, data processing services and customer and prospect marketing solutions. For over 16 years we have provided customer driven data solutions and services to leading companies in multiple industries by providing the most accurate and deliverable addresses in the market. & To discuss creating your customized Prospecting Ecosystem: Contact Tim Swigor via or Ext 1 Append is a registered trademark of Append LLC

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